How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Fei Zhou, Jian Mou, Qiulai Su, Yen Chun Jim Wu

Research output: Contribution to journalArticle


Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.

Original languageEnglish
Article number102012
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 2020 May



  • Belief in global brand citizenship
  • Brand love
  • Global brand equity
  • Personal brand
  • Product quality

ASJC Scopus subject areas

  • Marketing

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